Survey puts Sony in a podium position; Nintendo and Xbox miss out on top 10

The Prophet Brand Relevance Index for 2018 has been published, and it shows Sony’s PlayStation as being the third most relevant brand in the UK, according to consumers surveyed. This is a rise from last year’s BRI, which placed the company in ninth.

The BRI aims to tally up the buying public’s perception of companies and brands to give an idea of the general sentiment of specific nations. Brands that ‘inspire’, ‘innovate’, and other buzzwords like that are included, and general sentiment can prove very useful for marketing or other such strategy planning. Or just boasting you came third out of all brands mentioned in the UK list.

Somewhat surprisingly, PlayStation’s third place puts it ahead of Google (fourth), Netflix (fifth), and Amazon (eighth) – as well as, utterly bizarrely, the NHS (ninth). Though to be fair you probably don’t think of the National Health Service as a) a brand, or b) ‘relevant’ – more just something you have to waste the time of when you’ve got a superficial cut on your toe (yes this is a comment based on personal experience).

First place, somewhat unsurprisingly, went to Apple, while sitting in second was Lego. Specifically thinking of gaming, Xbox hit at 17 – dropping from 11 last year – while Nintendo rose two spots to bag Microsoft’s former place of 11.

The numbers behind the Prophet survey are significant, with 47,845 consumers questioned about 803 brands. Those surveyed were from the UK, China, Germany and the US, but the results mentioned above do specifically relate perception of brands throughout the United Kingdom. Figures for the UK’s surveyed came in at around 11,500 people questioned, and about 240 brands included.

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